SEO stands for search engine optimization. It is the process associated with actions and mechanisms to help a site or content rank higher in online search.

The main difference between SEO and paid advertising is that it involves "organic" ranking, which means you don't pay to be in that space. Search engine optimization means highlighting a piece of content online and optimizing it so that search engines like Google display it at the top of the page when someone searches for an associated term.

When it comes to broader search engine optimization, there are two equally important paths: On-page SEO and off-page SEO.

On-page is about building content to improve your ranking. This means incorporating keywords into pages and content, writing high-quality content on a regular basis, ensuring that the metatags and titles are keyword-rich and well-written, among other factors.

off-page is the optimization that takes place outside the site itself, such as backlinks. This part of the equation involves building relationships and creating content that people want to share. Although it requires effort, it is essential for successful search engine optimization.

It is a fundamental part of digital marketing because people perform millions of online searches every day, often with the commercial intent of finding information about products and services. Search is often the primary source of digital traffic for brands and complements other marketing channels. Greater visibility and higher ranking in search results than the competition can thus have a material impact on the bottom line.

However, search results have evolved in recent years to provide users with more direct answers and information, more likely to keep them on the results page rather than directing them to other sites.

In short, the is the foundation of a holistic marketing ecosystem. By understanding what website users want, you can implement that knowledge into campaigns (paid and organic).